The explosive growth in connected television (CTV) has attracted fraudsters, making it important for anti-fraud solutions to be built for the media.
On Thursday the IAB Tech Lab Cryptographic Security Foundations Working Group released a new version of security for the digital advertising industry using industry-standard cryptographic security protocols.
The improvements to the upgrade support programmatic CTV ad buying and selling, where recent ad fraud attempts have become increasingly prevalent.
CTV investments in the United States grew by 40.6% year-over-year in 2020 to more than $9 billion. By the end of this year, ad spend is projected to climb to $13.41 billion, according to eMarketer.
The IAB Tech Lab specifications and guidelines — ads.cert 2.0 — that the group developed are intended to help improve transactions, making them safe and transparent, across ad buying and selling through several security protocols.
It includes specifications for the “Call Signs” and “Authenticated Connections” protocols, and address Server-Side Ad Insertion (SSAI) related ad fraud specifically for CTV.
ads.cert 2.0 creates an added level of security by using industry-standard cryptographic security protocols to secure buying and selling of programmatic CTV ad inventory, according to the group.
The release include: